Now e-commerce live streaming is also a function to increase sales. As long as your work is popular, you should seize the opportunity to start live streaming to sell goods. There will be many people who are interested in you entering the live streaming room to listen to you recommend your products.
1. Live streaming monetization
For those anchors who have live streaming skills, the most important way to monetize is to make money through live streaming. There are two main forms of live streaming monetization: one is to obtain fan gifts; the other is to guide product sales. The author will explain them separately below.
1) Earn fan gifts
While watching the anchor’s live broadcast, fans can recharge and purchase various virtual gifts on the live streaming platform, and give gifts to the anchor under the guidance of the anchor or voluntarily, and the anchor can get a certain percentage of commission and other income from it.
This monetization method requires the character IP to have certain language and performance talents, and to have certain characteristics or personality charm, so that fans can be firmly “locked” in your live streaming room, and they can also take the initiative to spend money to buy virtual gifts for you.
Live streaming is seen by many people as playing, after all, most live streaming is just a form of entertainment. However, it is undeniable that as long as you play well, you can make money. Because anchors can get rewards from fans through live broadcasts, and these gifts can be directly exchanged for money.
Of course, to make money while playing through fans giving gifts, the anchor must first have a certain popularity. This requires the anchor to have some outstanding qualities, only in this way can the number of fans be accumulated quickly.
Secondly, during the live broadcast, some so-called “water army” are needed to help. As shown in Figure 8-8, this is the interface of fans giving gifts to anchors. In the picture, fans are all sending gifts in groups. The reason for this situation is that the role of “water army” is indispensable.
This is mainly because many times, people have a herd mentality, so if there is a “water army” who takes the lead in giving gifts to the anchor, others will follow suit, which creates an atmosphere in the live broadcast room. Under the influence, other audiences watching the live broadcast also follow suit to send gifts because they feel embarrassed or feel that they can’t watch it in vain.
2) Guide product sales Through live broadcast, the anchor can obtain a certain amount of traffic. If Doushang can borrow this traffic to sell products, let the audience watch and buy at the same time, and directly turn the anchor’s fans into potential consumers of the store. Compared with the coupon transmission effect, it is often better. With the graphic marketing, this live shopping guide method can allow users to grasp the product more intuitively, and the marketing it has achieved is a successful shopping live broadcast that needs to be planned. Before the live broadcast, it can be prepared from three angles: First, make content planning in advance, that is, the theme of the anchor. The planning of the theme should be related to your product. The benefits brought to others. It can also be planned in combination with holiday hotspots. In short, your theme should be known to others, and your live broadcast can give the second is preheating and material preparation. After determining the live broadcast theme, experienced anchors will preheat and preheat activities before the official live broadcast sales. Preheating is carried out, because the preheating before the live broadcast has a very obvious effect on the conversion of the live broadcast. The preheating here is divided into video video preheating, which is to shoot some product-related videos in advance. For example, you can shoot the whole process of selecting the product you want to bring, or the production process of the product, and even the process of bargaining with the merchant, etc. Then, it is the activity warm-up. After you post the video, you can guide users to interact in the comment area, give the product to the fans with the most likes for free in advance, and then inform the live broadcast sales time in advance during the signing or live broadcast. In addition, in addition to the layout of the live broadcast background and the preparation of product links in the early stage of the live broadcast, you must also prepare the props used to display the product and understand the product’s bottom price list and inventory quantity in advance. Before preparation, you can draw a required list and tick one item after completing it to avoid omissions.
3) Know the selling points of the product. The essence of live broadcast sales is goods. Even if the fans trust you, if the other party does not need the product you promote, you will not be able to sell it even if you shout your throat out. Therefore, everyone must understand all the information about the product before the live broadcast. In addition to the value and selling points of the product, you can also dig out the story behind the product.
For example, if you sell a liquid foundation, you can tell everyone how you found this liquid foundation during the live broadcast, and how you felt before and after using this liquid foundation. Sometimes telling a story is more touching than directly talking about the selling point. Of course, it is best to combine the two.
Of course, the product you choose also needs to be included in the Douyin content library and must be consistent with the product you link to the Douyin live broadcast, otherwise it will trigger a warning from Douyin.
After all, Douyin is responsible for the quality of the products. Not all products can be sold during live broadcasts. They must be consistent with the products you put on the shelf.
2. Live broadcast skills
There are some skills that everyone needs to master during live broadcasts.
(1) Don’t be greedy. Make sure to sell the product for 5 minutes, not even 1 second more, and keep your word.
(2) Perform appropriately. Even if it is some routines, try to make fans feel that you are on their side and working for their benefit. Refuse, because good products are limited in time and quantity.
(3) Learn to refuse. Some fans who fail to grab the product will ask to re-add to the shopping cart. At this time, you must learn to refuse.
(4) Wait for an opportunity to return. If the response is strong and everyone wants to come back, you can pretend to make a phone call but don’t guarantee success. In fact, it will definitely succeed.
(5) Comment interaction. Now, great comments have become one of the highlights of short video platforms. Comments are also
narratives. You can even ask fans for their opinions on product selection like chatting with them. There are all kinds of questions. If you can find a topic that users are interested in from the comments, you can expand on it.
In short, during live broadcasts, you should create an atmosphere of instant sales, control the rhythm of selling goods in the live broadcast room, and cherish time.
3. Live broadcast principles
When selling goods through live broadcasts, you should follow the following three principles.
(1) Enough enthusiasm. Why is sales so crazy on Kuaishou? It is easy for ordinary people with tens of thousands of fans to sell hundreds of thousands of yuan in a live broadcast. The main reason is that the anchor is enthusiastic enough and can create a feeling of friendship for others.
A passionate person is often lucky because fans also like to deal with down-to-earth anchors. As long as you can stimulate the emotions of fans, fans will easily pay for you. Therefore, when you are live streaming, you must mobilize your energy and be a positive and sunny anchor, so that you can gain more fans.
(2) Don’t cut leeks. Li Jiaqi, the well-known “lipstick king”, once sold a certain brand of cosmetics during a live broadcast. He found that the brand gave another top internet celebrity, Wei Ya, 5 yuan cheaper than what it gave him. So he asked his fans to refund the money collectively, and also told his colleagues in the company that he would ban this cosmetics brand from now on. You should know that the brand gave Li Jiaqi’s team production fees and sales rebates, so why did Li Jiaqi fall out with the brand for a mere 5 yuan difference?
The reason is actually very simple, because Li Jiaqi wants to create the impression for his fans that he sells the lowest price on the entire network. Not treating fans as leeks is his biggest purpose in selling goods. It is precisely because of this return incident that fans’ trust in Li Jiaqi has been raised to a higher level. Therefore, when selling goods, in addition to ensuring product quality, you should also give fans more tangible benefits and make them feel that they are getting a bargain with you, so that users can place orders quickly.
(3) Fixed live broadcast. Many anchors do live broadcasts randomly when selling goods. They broadcast when they have time and do not broadcast when they do not have time. This is the case in the live broadcast industry. Everyone is competing for the user’s time. If you cannot fix your live broadcast time and often fish for three days and dry the net for two days, your fans will forget you over time. Therefore, you must fix your live broadcast time, even if it is only fixed for one hour every day. Even if you are busy and do not sell goods, you can just chat with users on the road. This is also a way to enhance the relationship with users.
If you can fix your time, users will feel that you are their emotional sustenance. If they do not say hello to you every day, they will always feel that something is missing. This is the power of companionship. If you really do not have time, make sure to have a fixed live broadcast time at least every week so that fans can see you first during that time period.
4. Conditions that a good anchor must meet
What conditions must be met to become a good anchor? There are six points in total.
(1) Have endurance and can sustain high-frequency and long-duration live broadcasts (Li Jiaqi live broadcasts for at least 6 hours a day and has done 389 live broadcasts in 365 days).
(2) Know how to attract fans and have pleasant interactions with fans in the live broadcast room (never put on airs and make sure to engage in chatty sales).
(3) Draw popularity and continuously attract fans across platforms and increase the number of views in the live broadcast room (multi-channel exposure and increase fan attention).
(4) Be professional enough and professional introductions and recommendations can convince fans (do what you like and are suitable for, only in this way can you become an expert).
(5) Know how to select products, have a good eye for products, and be able to expand new categories (choose the right products and selling will be a piece of cake).
(6) Facilitate transactions, understand the platform live broadcast rules, and have sales conversion skills and rhetoric (any conversion actually has a routine).
5. Live Streaming Sales Talk Skills
Regarding sales talk during live streaming, here are some commonly used live streaming sales talk skills: eight sales talk suggestions for live streaming rooms. 1) Welcome talk
Welcome talk 1: Communicate the live streaming content
“Welcome XXX to my live streaming room. Many people say they stayed because of my singing/dancing/sense of humor. Do you too?”
Welcome talk 2: Interpret the audience’s name
“Welcome XXX to the live streaming room. Hey~ this name is interesting/the routine is so deep!”Welcome talk 3: Find common ground
"Welcome XXX to come in and show your support. Judging from the name, you should be from the same hometown/like to travel/play xX games, right?"
Welcome talk 4: Bring honor to my humble home
“Welcome XXX
2) Announcement Script
Announcement Script 1: Live Broadcast Time Preview "Thank you very much to all the brothers who are still staying in my live broadcast room. My live broadcast time is XX o’clock every day~
Announcement Script 2: Talent promotion at XX o’clock, rain or shine. If you haven’t followed me yet, remember to follow me. If you have followed me, remember to come and play on time every day! "New brothers who have come in don’t know what the anchor is broadcasting, right? I’m going to promote it now! Listen to me. Everyone, perform a segment. I hope the gifts will not stop. " Okay! The anchor is good at singing and dancing, is good at XX types of songs, and likes to dance classical/jazz/folk dances.
Announcement 3: Personal promotion
“I am a small anchor who can make a living with my looks, but I still sing until my lungs burst/dance until my legs break. Thank you for appreciating my frankness, tolerating my carelessness, and recognizing my efforts. I hope you can all accompany me to grow up. I will remember, work hard, and persist.”
Announcement 4: What do you hope fans will get
“I do live broadcasting. In addition to wanting to get recognition from others, I also hope that everyone in my live broadcast room can get a moment of relaxation after a busy day, really laugh once after a day of numbness, and find a sensible little sister to talk to after a day with a group of men. Brothers who follow, thank you for your recognition.” 3) Thank you speech
Thank you speech 1: Count the number of gifts
“Thank you brother xX for the 100 applause. Hasn’t it stopped yet? 150, 200. Wow! The applause for the Xuanmai brand can’t be stopped! Thank you very much.”
Thank you speech 2: Finally I got it
“Thank you XX for the big sports car. You have come to see me so many times and finally got it for me. Is it my beauty that makes you unable to resist? It must be, no rebuttal!”
4) Off-air speech
Off-air speech 1: Thank you for the list and company
“Thank you to the top of the list XXX, the second XXx, and the third XXX today. Thank you for your gifts, I am very happy. Although xxX didn’t accompany me when I was off the air, it is rare for him to take time out of his busy schedule to come. Thank you to all the brothers who gave me gifts, xxx, xxx (just call out the names on the list one by one). I can have an extra egg for breakfast tomorrow! In addition, many people have come since I started the broadcast and have been with me after the broadcast, such as xxx, xxx (call out various names). Company is the most long-lasting confession, I have received your love. ”
Off-air Talk 2: Live Broadcast Preview
“Today’s live broadcast is coming to an end. It will start at the same time tomorrow night from xx-xx./Tomorrow we will start broadcasting a little earlier, on Xx. Please spread the word!/Tomorrow we will take a day off, and everyone will have a day off! The day after tomorrow we will start broadcasting normally.”
Off-air Talk 3: Final Blessing
“The last song is “Xxxx”. I hope everyone will have a good sleep and a sweet dream after singing it. Tomorrow is a new day. Work hard and we will meet again in the evening. When the song starts, it is time for all brothers to clear the currency and store the warehouse!”
Off-air Talk 4: Summary
. Today, there are a total of XX million sound waves, XX new fans, and XX followers, which is a little less than expected. I need to work harder. ”5) Questioning speech
"Can I sing a song for you? Do you want to find a girlfriend like me? Have you played King of Glory?
The answer to this type of questioning speech is only yes or no. The audience can speak by typing one or two words, which can effectively increase the audience’s enthusiasm for participation. 6) Selective speech
“If you want to listen to “XXx”, brush 1. If you want to listen to “Xxx”, brush 2.” “If you change to the left hand set of clothes, brush 1. If you change to the right hand set of clothes, brush 2.”
This type of speech is to throw a multiple-choice question to the audience. The answers ABCD are all OK. The cost of speaking is very low, and it can quickly get the audience involved in the live interaction. 7) Rhythmic speech
“If you think the host dances well/sings well, please give 666.” “Give me 520 to feel your enthusiasm.”
This type of speech is just to get the audience to speak nonsense, so that new visitors can see that the live broadcast room is very active and be curious about why so many people give 666. What did the host perform? This is the rhythm.
8) Speech during cold scenes
Sometimes no one speaks in the live broadcast room, and it is not suitable to use the speech mentioned above. At this time, the host needs to reactivate the people in the room. You can use words like the following:
“Hey! Is anyone there? Am I stuck? I can’t see you talking.” (With exaggerated expressions, tone and actions.)
“I am most afraid of the air suddenly becoming quiet, and my friends suddenly disappearing~~ (sing it out), why are you so quiet? Is it because I am going to be forgotten? Will you mourn for me?”